![]() Undergraduate student (e.g., pursuing a Bachelor of Science in Psychology).Graduate student (e.g., pursuing a Master’s in Exercise Physiology or Doctor of Medicine).Young professional (e.g., sales coordinator or business-solutions consultant).Each of the participants fell into one of 4 categories: We intentionally recruited a mix of educational and occupational backgrounds. Young adults’ expectations for all aspects of websites, including content, interaction design, and visual designĪll of the participants in our study were aged 18–25.A lack of international differences among young adults.The differences between young adults and older adults (and why popular myths about Millennials are wrong).The differences between young adults and teenagers.The unique ways that young adults use browser tabs.This study built upon and expanded our earlier research with college students. In an effort to provide a research-based alternative, we conducted a comprehensive study involving 7 countries, 91 young adults, and 4 different user-research methodologies. Online design and marketing blogs are rife with speculation and stereotypes about young adults, but few of these are based on fact. They’re starting to earn more money, and they’re comfortable with spending it online. Some of them are starting families and buying homes. ![]() ![]() They are a critically important user group: many of them are studying for degrees, or beginning careers. Most of them are digital natives, meaning they grew up with access to digital communications technology. Today’s young adults (aged 18 to 25) are a subgroup of the Millennial generation (which includes people born from 1980 to 2000).
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